1. Research Report: State of Social Marketing 2012- 2013

2. This survey was fielded via an internet questionnaire. Respondents were sourced from email and social media outreach by the Pivot Conference. Respondents were offered either a chance to win a $500 American Express gift card or receive a signed copy of the new book by Brian Solis, Pivot’s executive producer, as an inducement to complete the questionnaire. The survey responses were taken between September 15 and October 7, 2012. 181 surveys were completed during that period. Except where otherwise noted, the base for all questions is the full set of respondents. Methodology

3. Demographic Breakdown of Respondents 2011 2012 Q: Which of the following best describes the type of business where you work?

4. Fewer think they understand their Social Consumers than last year 20112012 Q: Do you feel that you have a pretty clear picture of who your company’s current Social Consumers are?

5. Social Consumers Balanced in Gender 20122011 Q: What is the approximate gender balance of your Organization’s Social Consumer today?

6. 20112012 Social Consumers skew younger in 2012, but cover all age groups in similar pattern Q: What is the approximate age range of your Organization’s Social Consumer today?

7. 2011 2012 Social Consumers now perceived as having more income Q: What is the approximate median personal annual income of your Organization’s Social Consumer today ?

8. Facebook and Twitter still dominant, Pinterest jumps into view 20112012 Q: What Social networks do your current Social Consumers use?

9. Visual platforms Instagram and Pinterest gain momentum 20112012 Q: What Social networks/apps are your current Social Consumers most likely to be accessing primarily from mobile devices? Facebook Twitter LinkedIn

10. Q: Has your organization asked its Social marketing customers what is the greatest benefit they expect from their Social media engagement? 20112012 Most have not asked Social Consumers what they want, still

11. Q: Which of these benefits do you believe your Social Consumers are expecting from their current Social media engagement Insight and content now more important than deals 20112012 Ability to offer product feedback for improvement Ability to get what they need in social networks, not websites

12. Marketers agree conversations lift brand and relevance Q: With 1 being total disagree and 5 being totally agree, how much do you agree or disagree with each of the following statements?

13. 20112012 Slightly more see Social as now mainstream Q: One year from now will Social marketing in your organization (or your client’s if you’re a service provider) still be defined by continued experimentation?

14. Q: What prevents your organization from moving beyond experimentation in Social marketing? Base: Respondents who indicated their companies would not move beyond experimentation in 2012 2011 2012

15. Increased realism and maturity with Social adoption Q: When do you think your organization will move beyond experimentation in Social Marketing? 20112012

16. Experimentation is fundamental to Social, marketers agree Q: Do you feel that experimentation is a permanent fixture in Social marketing? 2011 2012

17. Q: What triggered/will trigger in 2013 your Organization’s move beyond experimentation in Social Marketing? Base: Respondents who indicated Social would move beyond experimentation. 2011 2012 Executive buy-in has risen

18. Experimentation will continue in Social Q: Even though Social Marketing has gone/will soon go mainstream in your Organization, do you personally feel that experimentation will remain an ongoing element in your Organization’s Social Marketing plans? 2011 2012

19. Q: What are your Organization’s (or client’s) primary goals for Social Marketing in the next year? Sales still matter, but engagement matters more 201120122013

20. Engagement is key metric for Social in 2013 Q: One year from now (October 2013), what will be your Organization’s primary measure of success for Social Marketing?

21. Again, Engagement is Prime Q: On a scale of 1 to 5, where 1 is of no importance and 5 is critically important, how do you rank the likely impact of each of these trends on your Organization during 2013? 5 4321

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